Critics Accuse Kellogg of Cashing in on Flu Season

By Alex Sundby

November 2, 2009 / 10:49 AM
/ CBS News

(AP Photo/Carolyn Kaster)

The H1N1 (swine) flu might not just be harmful to young children or people suffering from chronic illnesses. Companies — or at least those accused of capitalizing on fears of the pandemic flu — might also suffer from bouts of shivers and fatigue during the final quarter of the year.

Government officials are also skeptical of Kellogg's strategy, which includes decorating some of their cereal boxes with the words "Now helps support your child's immunity" with "immunity" in big, bold letters screaming across the box. The boxes also promote how the cereals now include 25 percent of the daily recommended value for vitamins A, B, C and E. San Francisco City Attorney Dennis Herrera sent letters to Kellogg and the Food and Drug Administration asking the company to back up its claim.

"I am concerned the prominent use of the immunity claims to advertise a sugar-laden chocolate cereal like Cocoa Krispies may mislead and deceive parents of young children," Herrera told the newspaper.

Federal regulators earlier told Kellogg they were concerned about the "Smart Choices" labels used to decorate its food, and the company voluntarily removed the labels. A spokeswoman told the newspaper that the immunity graphics on the boxes weren't meant "to capitalize on the current H1N1 flu situation."